1. The team analyzed the problem of low sales of Fortune Khichdi despite marketing efforts through generating hypotheses about potential root causes and validating them. 2. Key hypotheses examined the market potential, target customers, distribution channels, and marketing approach. 3. The team developed a comprehensive approach to address validated root causes through identifying the right customer segments, optimizing distribution channels, and delivering targeted marketing messages.

1. “How to boost the sale of ready to cook Khichdi,
a nutritious & healthy superfood, in India?”
A business problem put forward by Adani Wilmar for
students in leading campuses to solve, compete & win
Team Name- “Nexus”
Campus name- IIM Bangalore
Team members: 1. Supriya Murdia 2. Alekya Malka 3. Shivam Kumar 4. Gaurav Singh

2. Problem Identification| Sale of Ready-to-cook Fortune Khichdi is not upto the mark despite reasonable pricing, high nutritional
value & marketing push. Using hypothesis-generation and validation to identify root causes behind inadequate sales below -
Hypothesis Problem Detailing Hypothesis Validation – Approach & Insights
Industry
Is the
market
high-
potential?
Understanding Market Potential
• What is the market size and
growth of ready-to-cook & eat
market in India and ready-to-
cook Khichdi as a sub-segment?
Indian Ready to Cook (RTC) mkt.
Fortune
Khichdi
Is
it
targeting
the
following
-
Right
Customers
Understanding the Customers of
Ready-to-Cook Khichdi
• What are the demographics,
persona of those who purchase
ready-to-cook Khichdi?
Current target
customer personas
At the
Right place
Scope of Improvement in
Distribution Strategy
• What are the best distribution
channels to pipe ready-to-cook
Khichdi/ready-to-cook foods ?
In the Right
Manner
Understanding Customer Journey
to Target Customers Effectively
• Are potential customers aware of
ready-to-cook Khichdi?
• What are they looking for in it?
• Are they liking and repurchasing
Fortune Khichdi?
Customer journey (Pre-purchase)….. Awareness, Consideration
RTEmarket , Offline khichdi store , AWL distribution , MTR Campaign , Saffola campaign , TataQ campaign , GITS campaign , RTCmarket
$ 260Mn
$ 590Mn
2019 2024
18% CAGR
set to grow at a
fast rate
1. Low % share of Khichdi in RTC segment
2. Both RTC and RTE (eat) mkt. have huge
growth potential (RTE expected to grow at 19%
CAGR); RTE to grow by $ 750 Mn
Key insights
• Hostellers
• Homemakers
Approach 
Survey (Link)
Focus Interviews
Exploration avenues-
•Are we meeting the
relevant customers at
nodes of their choice?
•Do we have the req.
capability?
Current distribution network
12 Offline Future mart store
20+ cities  Fortune Online; presence
over Flipkart, Amazon, Big Basket, Grofers
5K+ distributors; 1.6mn+ retail outlets
43%
Sales CAGR
(2020-2022)
E-commerce
platforms
 Strong distn network
But, are we leveraging
the distn network to map
right channel to each
cust. segment?
Finding relevant customer segments -
• Initial survey results  87% of respondents don’t
know about RTC Khichdi
• Map mediums to target different cust. personas:
Offline: Banners/Poster at customer touchpoints
Online:
Promotion/ad campaigns for different customer
personas targeting their needs
“Anywhere everywhere for
south Indian foodie, this is
healthy, homely and Instant”
“Recalls joy of snacks to kids by
building confidence in parents
mind (healthy ingredients)”
Competitive Benchmarking
“Tasty in 60 seconds!
Great food shouldn't make
you wait!”
“A comfort, instant tasty food
which recalls your nostalgic
memories”
Test these campaigns on each customer
personas to evaluate associations
Verdict
•Attractive RTC
market
•Khichdi RTC market
in nascent stage
Possible other personas
• Working women
• Fitness enthusiasts
• Patients
• B2B (Hospitals,
Airports, Govt. schools)
Factors to consider
• Needs from RTC&E products
• Quality, Taste, Nutritional
Value, Freshness
• Price Sensitivity
References:

3. Approach | Corresponding to each of the core issues highlighted we have devised a step-wise approach to tackle it , if they are
validated to be the root cause behind sales not up to the mark for Fortune Khichdi
Hypothesis Target areas Solution Approach
Industry
Is the
market
high-
potential?
• Consolidating RTC Khichdi
market share
• Leveraging RTC&E market
potential
If awareness & adoption of
RTC Khichdi is fast growing,
strengthen visibility
• Dedicated, active YouTube,
media handles like Tata Q
But, if RTC Khichdi has low potential while RTC&E is fast-growing –
1.Diversify into other more popular RTC&E products while retaining brand
positioning
• Acquire access to popular, tried & tested regional RTC & E recipes, sell
with Fortune’s brand name
Fortune
Khichdi
Is
it
targeting
the
following
-
Right
Customer
• Customised targeting of
newly identified customer
segments
• Strengthening brand recall
for existing segments
1. Identifying relevant customer
personas and their needs
Estimate the market size of
each cohort including their
buying potential, health
consciousness & situation
2. Capitalizing “Right Channel in
the Right Manner”
To ensure awareness and ease
of access, focus on mapping the
right channels to various
customer personas identified
1.Identifying apt positioning based on
needs of each segment
Safe | Healthy |Tasty| Light &
Nutritious |Easy-to-cook (Instant,
Convenient)|Family bonding (nostalgic,
happiness)
At the
Right
Place
• Leveraging Adani’s strength
of distribution network to
‘push’ Fortune Khichdi
1.Identifying right distribution
channels for each customer
personas by benchmarking,
retailer interviews
Offline Retail outlets / Online
Marketplaces
2. Optimizing the distribution
channel expense in proportion
to #customers in each cohort
Ex. 85% young cust. & 15%
homemakers  spend more in
online distr channel
3. Observing the responsiveness of
customer segments to their
targeted channels
Setup a dedicated analytics team to
monitor channel performance, set
bandwidth for agile pivoting
In the
Right
Manner
• Delivering what the
customer is looking for
• Mitigating switching
behaviour
• Optimising acquisition
spend using projected CLV
Pull Marketing – Creating a brand synonymous to Nutrition,
Health, Convenience (others identified from secondary research)
• Aggressive digital marketing to build awareness
• Custom ads touching beliefs, behaviour of target audience
• Company merchandise at customer touchpoints
• Celebrity endorsement, influencer marketing
Push Marketing
• Competing with regional private labels –
give higher margins to retailers
• Trade promotions and higher margins to
incentivise them to push products
• Seek, act upon feedback on sales response
References- Attributes

4. Assumptions | We have based our analysis and insights on several assumptions detailed below -
Using % of product ratings of Fortune Khichdi out of all
Ready-to-cook & eat products to get proxy market share from
scraped data from e-commerce websites
Projected mkt. size growth will be realised in the given time
frame (No disruptions will affect the mkt size and growth)
Our scope of analysis is restricted to the 6 cities where
Fortune Khichdi is currently sold
Size of ready-to-cook & eat market in the 6 cities is projected
using national % of ready-to-cook & eat to that of total FMCG
market
Survey results are representative of the entire population..
Our survey is limited to 7 cities mentioned in the case
problem statement
Several aspects in our analysis like the distribution network,
market share, potential customer segments are based on
secondary research and we would need more accurate
information to come to a concise conclusion
Data
Snapshot
(Database
Link)`
We scraped data of ready-to-cook
& eat products from e-commerce
websites to find the following
- Proxy market share of Fortune
Khichdi
- its key competitors
- Popular products and flavours
- Ratings of customers on various
products
- Prices and Pack sizes of SKUs
- Price per gram of all extracted
SKUs
Insights
- <10% market share
- MTR, TATA Q, GITZ
- Maggi, Oats, Soup, batter
mixes, Poha
- Average ratings across all
products is 4.01 whereas that of
Fortune Khichdi is 3.9 which
suggests a need for flavour
improvement
- Rs 0.67/ gram Fortune’s price –
Rs 0.22-0.35 / gram, much
lower than industry average

5. Overview | Summarizing our approach to find the root cause behind sales of Fortune Khichdi followed by a comprehensive
execution strategy to mitigate the challenges posed by the core problem
Approach
Action Plan
Impact
Trigger
Hypothesis
Generation
Approach for Hypothesis
Generation
Survey, Primary &
Secondary Research
Insights
Solution
Approach
Understanding market
potential
• If high, consolidate
market share by
strengthening visibility
• If low, diversify to other
RTC&E products inspired
by market leaders by
acquiring regional
recipes
Finding and understanding the
target customer segments
• Studying customers who
purchase RTC&E products;
understanding their
demographics, needs, price
sensitivity and reasons for
using these products
• Identifying avenues to reach
these customers
Utilizing best suited
distribution channels
• Benchmarking and
mapping detailed
customer journey to find
best-suited distribution
channels
• Dedicated analytics
team to monitor
channel performance
Effectively targeting identified
customer segments
• Customized and catchy marketing
campaigns that resonate with the
beliefs & behaviour of target
customers
• Feedback based flavour
improvements, new variants
• Push marketing to effectively
compete with private labels
• True picture of market
potential & share
achievable
• Decision: Stay or Pivot
• Optimized market spending on
only potential customers
• Higher customer acquisition &
conversion rates
• Faster inventory
turnover
• Higher sales/ channel
• Increased brand recall & brand
loyalty, minimal brand switching
• Channel activation
ENERGISED TOP-LINE GROWTH | MARKET CHARE CONSOLIDATION | BOOSTED SALES